WHO: Nicotine Pouches Create New Risk of Addiction Among Youth

Nicotine pouches create a risk of early development of nicotine addiction, the World Health Organization (WHO) warns. This was reported by Euronews.

According to the organization, the global market for these products is growing exceptionally fast, while regulations are lagging behind.

Nicotine pouches are small sachets placed in the mouth that release nicotine. They typically contain synthetic or tobacco-derived nicotine, as well as substances such as cellulose powder, flavorings, sweeteners, and alkaline ingredients.

In its report, the WHO warns that these products can be highly addictive and calls for strict regulations covering all nicotine and tobacco products.

“The use of nicotine pouches is spreading rapidly, while regulations are failing to catch up,” said Vinayak Prasad, head of the WHO’s Tobacco Free Initiative.

“Governments must act immediately with strong and evidence-based protection measures,” he added.

According to the data, global sales of nicotine pouches in 2024 reached 23.462 billion units—an increase of 50.5% compared to the previous year.

In 2025, the market is already valued at nearly $7 billion (approximately €6 billion), with the largest share of sales in North America, primarily in the US, which accounts for 79% of revenue.

Outside the US, the products are most popular in European countries such as Germany, Poland, and Sweden.

The report highlights that while nicotine pouches are used by people of various ages, children and young people are particularly vulnerable both to the effects of nicotine on the body and to the industry’s marketing strategies.

“Urgent, coordinated, and sustained action is needed to protect current and future generations from nicotine addiction,” the authors state.

The WHO notes that use among young people is rising sharply. In the US, the use of nicotine pouches among those aged 13–20, as well as among young adults aged 21–27, nearly quadrupled between 2022 and 2025.

A similar trend is observed in the UK, where use among people aged 16–24 rose from 0.7% in January 2022 to 4% in March 2025.

According to the WHO, this growth is the result of “aggressive marketing” targeting young people.

The organization points out that companies actively advertise products on social media and digital platforms, often through influencers and messages promoting “discreet” use that is difficult for parents or teachers to notice.

Another serious issue is the vast variety of flavors, which the WHO says makes the products particularly attractive to children and teenagers.

Available flavors include fruit, mint, confectionery, and bubblegum, as well as flavors of alcoholic beverages such as beer, mojito, martini, and bourbon.

“Flavors in tobacco and related products increase their appeal, especially among young people, and contribute to experimentation, initiation, and maintenance of nicotine use,” the report warns.

Against this backdrop, the WHO is calling on countries to introduce stricter restrictions on nicotine pouches.

Recommendations include uniform regulation for all types of nicotine products regardless of the form of nicotine, a ban on flavors, and a ban on advertising and promotion.

The organization also insists on stricter control over youth access to these products through a minimum purchase age, reliable age verification, and a ban on online sales.

“These products are designed to be addictive, and there is a critical need to protect young people from industry manipulation,” said Etienne Krug, Director of the Department of Social Determinants of Health at the WHO.